Nescafe & the Philippines' Instant Coffee Wars
Mon Dec 01 2025
In this episode of Brand Origins, we dig into the true history of Nescafé and the instant coffee wars. We uncover the early inventors who came before Nestlé, how instant coffee existed decades earlier, and how Nescafé still became the global leader and the Philippines’ #1 brand.
We break down how World War I and World War II turned instant coffee into a battlefield essential, how the Great Depression almost killed the idea entirely, and how Max Morganthaler saved a cancelled project that Nestlé had already abandoned. We also explore Café Puro, Blend 45, Nescafé Gold, Nespresso, Dolce Gusto, Starbucks At Home, and why Nestlé invested in Blue Bottle Coffee.
If you want to understand how instant coffee became part of Filipino culture, and how Nescafé won a global war it didn’t even start, this is the full story.
Episode Sponsor: The Sauce
For bite-sized, easy-to-digest business news in the Philippines, check out The Sauce on Instagram:
https://www.instagram.com/thesauce.ph/
Want your brand to be featured in future episodes?
Visit chrisgarin.com for sponsorships, partnerships, and collaborations.
Instagram: https://www.instagram.com/chris.garin/
TikTok: https://www.tiktok.com/@chris_garin
Facebook: https://www.facebook.com/profile.php?id=100077660561299
Threads: https://www.threads.net/@chris.garin
Timestamps
0:00 – Intro
0:50 – Ad: The Sauce
3:52 – Satori Kato
4:35 – George Washington Coffee
5:37 – World War I
6:18 – “Cup of Joe” Origins
8:25 – Nestlé Enters the Picture
9:05 – The Great Depression
11:23 – Brazil Taps Nestlé
11:36 – Max Morgenthaler
15:09 – Why They Called It “Nescafé”
16:33 – World War II
18:44 – Nescafé in the Philippines
19:25 – Nescafé’s Competitors
23:35 – Nescafé’s Foreign-Looking Ads
26:01 – Nescafé Gold
27:05 – Nespresso
28:31 – Dolce Gusto
28:48 – Starbucks At Home
30:27 – Blue Bottle Coffee
32:07 – The Nescafé Empire
About Brand Origins
Brand Origins tells the stories behind the biggest brands and the ideas that built them. Each episode dives deep into the business moves, cultural moments, and turning points that shaped the companies we see today.
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In this episode of Brand Origins, we dig into the true history of Nescafé and the instant coffee wars. We uncover the early inventors who came before Nestlé, how instant coffee existed decades earlier, and how Nescafé still became the global leader and the Philippines’ #1 brand. We break down how World War I and World War II turned instant coffee into a battlefield essential, how the Great Depression almost killed the idea entirely, and how Max Morganthaler saved a cancelled project that Nestlé had already abandoned. We also explore Café Puro, Blend 45, Nescafé Gold, Nespresso, Dolce Gusto, Starbucks At Home, and why Nestlé invested in Blue Bottle Coffee. If you want to understand how instant coffee became part of Filipino culture, and how Nescafé won a global war it didn’t even start, this is the full story. Episode Sponsor: The Sauce For bite-sized, easy-to-digest business news in the Philippines, check out The Sauce on Instagram: https://www.instagram.com/thesauce.ph/ Want your brand to be featured in future episodes? Visit chrisgarin.com for sponsorships, partnerships, and collaborations. Instagram: https://www.instagram.com/chris.garin/ TikTok: https://www.tiktok.com/@chris_garin Facebook: https://www.facebook.com/profile.php?id=100077660561299 Threads: https://www.threads.net/@chris.garin Timestamps 0:00 – Intro 0:50 – Ad: The Sauce 3:52 – Satori Kato 4:35 – George Washington Coffee 5:37 – World War I 6:18 – “Cup of Joe” Origins 8:25 – Nestlé Enters the Picture 9:05 – The Great Depression 11:23 – Brazil Taps Nestlé 11:36 – Max Morgenthaler 15:09 – Why They Called It “Nescafé” 16:33 – World War II 18:44 – Nescafé in the Philippines 19:25 – Nescafé’s Competitors 23:35 – Nescafé’s Foreign-Looking Ads 26:01 – Nescafé Gold 27:05 – Nespresso 28:31 – Dolce Gusto 28:48 – Starbucks At Home 30:27 – Blue Bottle Coffee 32:07 – The Nescafé Empire About Brand Origins Brand Origins tells the stories behind the biggest brands and the ideas that built them. Each episode dives deep into the business moves, cultural moments, and turning points that shaped the companies we see today.